Industry Magazine Grand General Agency Fall 2016 | Page 20

YOUR CONTENT IS KILLING YOU

Joe Pulizzi
Joe Pulizzi is the founder of the Content
Marketing Institute as well as an author
(Content Inc.: How Entrepreneurs Use Content
to Build Massive Audiences and Create
Radically Successful Businesses), speaker, and
entrepreneur.

HERE’S WHY YOUR
CONTENT IS KILLING YOU
Looking at Common Mistakes

THE latest content marketing research from Content
Marketing Institute and MarketingProfs found that less than
40 percent of marketers feel like their content marketing is
effective. Worse yet, just two in ten are effectively measuring
their content marketing programs.
Even though content marketing, as a practice, is hundreds of
years old, it’s a new muscle for most organizations. We’ve been
used to communicating in one way through mass media for so
many years, and now we are trying to figure out how to deliver
value to our customers outside of our products and services.
Are you struggling with your content marketing program?
Maybe it’s because of one of these reasons:

either it stops or it isn’t consistent. Remember, the content you
deliver is like a promise to your customers.

Selfish Content Marketing.

No Plan.

People don’t care about you; they care about themselves.
Create content that solves customers’ pain points. Stop talking
about yourself, your products, and your services so much. If you
do talk, make it about your customers.

You Stop.

Activity Instead of Audience.
Having people share and engage with your content here and
there doesn’t mean much unless you are building an audience.
One of the biggest mistakes companies make is not planning in
advance to acquire an audience through content creation and
distribution.

No Point of View.
In order to position yourself as an expert in your industry, you
need a point of view. Take a stance. Sitting on the fence is boring,
and more importantly, it usually doesn’t work.
The most effective content marketers do two things that

For more Joe, go to www.JoePulizzi.com

The biggest reason why content marketing fails is because

FALL 2016

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